GA4 + GTM + GSC • UTMs • Key Events
College of Business Administration - Cal Poly Pomona
2/10/2026
Live slides available at https://ccidm.github.io/cba-symposium-quarto
After taking this workshop, participants should be able to:
Note
Optional to Follow Along; Required to Deploy
1. Google Tag Manager (GTM): “The Brain”
2. Google Analytics 4 (GA4): “The Database”
3. Google Search Console (GSC): “The Visibility Health Check”
Rule #1: We do not put GA4 code directly on the site Rule #2: We put GTM code on the site Rule #3: GTM sends the data to GA4
Today’s rule: use one Google account across tools.
Action: copy the GTM snippets
<script> goes in Head<noscript> goes in Body